Program Review: Lateral Integration and Business Development Coaching

The LMA Virginias Local Group gathered at the Richmond office of McGuireWoods on June 7th for a presentation by Marc Friedman, Senior Counsel at Dentons and experienced Executive Coach, on lateral integration and business development plan coaching. 

Marc’s presentation discussed the importance of attorneys developing a personal brand that fits within the law firm’s brand, and a multi-step process for creating a personalized marketing program that leverages the attorney’s strengths to attract potential clients. Developing a personal brand and marketing strategy is critical to internal and external business development because attorneys are not natural rainmakers and may not immediately engage tactics that are most effective in generating and capturing new business.

An interesting takeaway from Marc’s presentation was that an attorney’s internal marketing strategy must be different from his or her external strategy. Potential clients are more likely to connect with the why behind what an attorney does, in contrast to the partners in an attorney’s firm who are more likely to connect with what the attorney contributes to the firm or how her or she can support the partner. 

Regardless of the strategy, legal marketers and the attorneys they coach should view personal brand development and marketing oneself internally and externally as a constantly evolving plan that reflects assessment of what is most effective and identifies opportunities for continued growth with potential clients and lateral integration opportunities.

By Tiffany Norwood, Director of Business Development, BrownGreer PLC, for the May/June 2017 LMA Mid-Atlantic Region Newsletter

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